Challenges Top Five Marketing Misperceptions

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Human resource suppliers test marketing knowledge against Top Five Marketing Misperceptions and HR Marketing IQ Quiz.

To dispel myths, cure misperceptions and test marketers’ knowledge, HRmarketer, the number one on-demand marketing and media visibility service for companies selling to human resource departments and/or targeting employee benefit brokers and consultants, has identified the Top Five Marketing Misperceptions in the HR and benefits marketplace.

1) PR is dead

Overall PR spending increased in 2006. In fact, spending increased in 74 percent of all firms (based on 2006 surveys sent to thousands of HR marketing professionals). 68 percent of the survey respondents reported being satisfied or extremely satisfied with their PR firm with 38 percent of the firms having a full-time PR firm on retainer. The resurgence of PR is further evidenced by the growth of marketing PR. For more information on marketing PR best practices download our white papers and research.

2) Marketing’s primary objective is generating buzz and media visibility

Most HR marketing executives rate lead generation as their primary marketing objective over generating buzz and media placements. However, research by HRmarketer revealed that 44 percent of HR marketing executives still consider media placements as a key measure of marketing effectiveness.

3) Direct marketing is the most cost-effective way to drive leads

The truth is an integrated, custom approach works best. In fact, telemarketing leads all other lead generation tactics with the highest response rate at 5.53 percent. Marketing PR leads all marketing activities with the highest qualified response rate. To test your marketing acumen on response rates for all types of marketing mediums including dimensional mail, direct mail, catalogs, etc. take the HR marketing IQ Quiz and test your marketing knowledge.

4) Human Resources is a niche industry

The HR software market alone is estimated to be more than $3 billion. There are over 600 media outlets and more than 300 HR print publications that have formal policies on accepting outside/byline articles.

5) Pay per click (PPC) placements are more effective than search engine optimization (SEO)

According to leading web analytics firms, pay-per-click advertisers can expect to receive between 3 percent and 7 percent conversion rates. A conversion rate is defined as “the relationship between visitors to a web site and actions considered to be a ‘conversion’, such as a sale or request to receive more information”. A recent study by WebSideStory showed the following conversion stats for these major search engines:

  • AOL traffic 6.17%
  • MSN traffic 6.03%
  • Yahoo traffic 4.07%
  • Google traffic 3.83%

Search optimization (SEO) is far less expensive than an aggressive paid search campaign and can generate comparable traffic. Plus, the effects are longer lasting and conversions are frequently in the same range (or even higher) than paid ads on search engines.

Want to test your HR marketing knowledge? HRmarketer released an “HR Marketing IQ Quiz.” The quiz tests industry-specific knowledge and expertise in marketing to the HR Marketplace.

The 20-question quiz covers topics specific to the HR marketplace, including recent trends, HR marketing PR best practices, historical information and techniques for increasing marketing effectiveness.

To take the HR Marketing IQ Quiz, go to

For more information on the concepts of Marketing PR, please see HRmarketer’s white papers and research reports.

For more about HRmarketer, visit our website at

About HR Marketer

HRmarketer is a service of Fisher Vista LLC, a marketing and information services firm focusing exclusively on the human capital industry. The company services over 300 HR service providers, employee benefit brokers and consultants, helping them increase their visibility and generate sales leads.


Charles Bedard

Director of Marketing


To take the marketing IQ quiz go to URL:

This press release was distributed through eMediawire by Human Resources Marketer (HR Marketer: on behalf of the company listed above.

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